High-Profile
Projects & Collaborations
Projects & Collaborations
Client: Tele2 Kazakhstan
Agency: McCann
Period: Summer 2024
OBJECTIVE
Tele2 Kazakhstan — one of the leading telecom brands in the local market. To strengthen its position as a 5G leader, the task was to create a bold, high-impact campaign that would resonate with the audience, align with the brand’s creative framework, and highlight its technological leadership.
SOLUTION
In collaboration with Disney and Marvel Studios for the premiere of the highly anticipated Deadpool & Wolverine, we delivered the largest partnership between a Hollywood studio and a telecom brand in Central Asia. To promote unlimited 5G, the campaign featured locally produced original video content, a nationwide OOH rollout, PR and promotional activities, and digital assets.
A standout element was cinema ads shown right before the movie screenings, designed to feel like an extension of the film itself. The main challenge was to craft bold, high-level content that fit within the Marvel universe and strict guidelines, while ensuring Tele2’s brand heroes remained the central characters, delivering a clear promotional offer.
Agency: McCann
Period: Summer 2024
OBJECTIVE
Tele2 Kazakhstan — one of the leading telecom brands in the local market. To strengthen its position as a 5G leader, the task was to create a bold, high-impact campaign that would resonate with the audience, align with the brand’s creative framework, and highlight its technological leadership.
SOLUTION
In collaboration with Disney and Marvel Studios for the premiere of the highly anticipated Deadpool & Wolverine, we delivered the largest partnership between a Hollywood studio and a telecom brand in Central Asia. To promote unlimited 5G, the campaign featured locally produced original video content, a nationwide OOH rollout, PR and promotional activities, and digital assets.
A standout element was cinema ads shown right before the movie screenings, designed to feel like an extension of the film itself. The main challenge was to craft bold, high-level content that fit within the Marvel universe and strict guidelines, while ensuring Tele2’s brand heroes remained the central characters, delivering a clear promotional offer.
Case study
x
OLV & cinema adverts
Episode 1
Episode 2
MY ROLE
I fully led the project from the agency side — from receiving the brief to managing the strategic concept and creative development, and overseeing full campaign execution. This was done under very tight deadlines tied to the global release, navigating a multi-layered approval chain involving the client, Disney’s regional and global offices, Marvel, and even Ryan Reynolds himself, who personally approves all Deadpool-related content.
I supervised all content delivery, including local video production with complex VFX components, cinema ads, OOH layouts, and digital assets, while coordinating cross-functional teams, timelines, and budgets to meet every KPI.
RESULTS
The campaign significantly outperformed targets across both brand and business metrics. 5G awareness and user experience perceptions doubled and nearly quadrupled their respective targets. 5G active users grew 90% above target, and device penetration exceeded the plan by 55%. Our pre-roll videos nearly doubled the market benchmark for VTR.
Moreover, the project received high praise from Disney and was recognized with a Silver Mercury award for marketing excellence.
I fully led the project from the agency side — from receiving the brief to managing the strategic concept and creative development, and overseeing full campaign execution. This was done under very tight deadlines tied to the global release, navigating a multi-layered approval chain involving the client, Disney’s regional and global offices, Marvel, and even Ryan Reynolds himself, who personally approves all Deadpool-related content.
I supervised all content delivery, including local video production with complex VFX components, cinema ads, OOH layouts, and digital assets, while coordinating cross-functional teams, timelines, and budgets to meet every KPI.
RESULTS
The campaign significantly outperformed targets across both brand and business metrics. 5G awareness and user experience perceptions doubled and nearly quadrupled their respective targets. 5G active users grew 90% above target, and device penetration exceeded the plan by 55%. Our pre-roll videos nearly doubled the market benchmark for VTR.
Moreover, the project received high praise from Disney and was recognized with a Silver Mercury award for marketing excellence.
A bit of shoot backstage
Cherry on top. We actually did send this Job offer letter to Disney :)
